Demand for sustainably produced clothing is on the rise as more people become aware of fashion’s impact
on the planet and the people who make our clothes. And the question on
the lips of these conscious fashion consumers is, “So what brands can I buy?”

It’s a valid question, of course, but given the complexity of the
fashion supply chain and the multiple steps from raw materials to
finished garments, it can be hard to provide a straightforward answer.
On the one hand, it is easier than ever to buy sustainable fashion.
There are a number of sustainable fashion labels creating clothing with
care of the planet and its inhabitants built into their business plans
from day one. There are also many well-established fashion labels
adjusting their practices to lighten their environmental footprint and
ensure safe and fair working conditions for garment labourers.

On the other hand, information about these labels can be hard to
find, and even harder to decipher for the average fashion shopper. At
this time there is no widely accepted certification system that
‘approves’ brands as being completely environmentally and socially
sustainable, though there are systems for approving ethical labour,
Fairtrade practices and organic cotton, among others. In addition, many
brands privilege one ethical characteristic over the other – for
example, focusing on environmental standards by switching to organic
cotton and toxin-free dyes or prioritising labour conditions by
committing to paying a living wage to overseas garment workers. This is
particularly true for large brands transitioning to sustainable
practices.

In this complex and ever-changing fashion industry, the answer to “So, what brands can I buy?” often boils down to the shopper’s personal values.

Thanks to improved technologies (and some dedicated sustainable
fashion advocates) there are now multiple online tools to help the
conscious fashion consumer decide what brands to buy.